Sales Enablement in a Hybrid World: Marketing’s Role

In October, I had the opportunity to sit down (virtually) with Liz Harrison, Partner, McKinsey & Company, during ITSMA’s 27^th annual Marketing Vision Conference. Liz and I discussed an array of topics related to the role of sales enablement B2B in a world of digital, remote, and hybrid selling.

In particular, we explored the role of marketing in enabling sales and where it’s heading.

Below is a brief (two and half minutes) clip of our 45-minute discussion. In this clip, you’ll hear Liz offer advice on how marketing can drive organization growth through sales enablement:

• While sales enablement does not need to live within marketing, marketing absolutely has to play a role.
• Marketing should be more involved in the strategic elements of sales enablement, such as developing value propositions and providing customer insights to best position your company’s offerings.
• Marketing should play a critical role in defining the ideal customer experience.

Take a look…

If you want more insights on how sales enablement is evolving with digital selling, check out some of our other content:

• Sales Enablement in a Hybrid World [Viewpoint]
  (a 10-minute read that’s available at no cost to both members and non-members)
• Marketing Vision 2021: Fireside Chat with Alisha Lyndon, Founder & CEO, Momentum and Liz Harrison, Partner, McKinsey
  (a 45-minute video that’s available to all attendees of Marketing Vision 2021 and new sign-ups for on-demand access*)
• Sales Enablement for a new world of selling
  (a 30-minute podcast episode from The Account Based Marketing Podcast)

*Note: If you want to view the replay of the full presentation from Marketing Vision 2021, please go to our On-Demand page for more details. If you registered for the conference, then you already have access. The on-demand content is free for members and a nominal charge for non-members.